<aside> 💡 Tip: Documents the most important information you need to know about how to use illustrations. Illustrations help simply convey complex ideas. They should be meaningful and reflect a user's context and emotional state.

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The role of illustrations

Illustration is a key element of the brand system.

Our illustrations range from detailed hero images down to in-product spot images with a consistent narrative of practicality, optimism, and friendliness used throughout. This is accomplished through shape, color, softness, and curves to achieve an inviting, engaging experience.

Illustrations can:

• make complex ideas more accessible
• represent our brand - personality, voice, and platform - in an efficient and clear way
• scale up or down depending on the context
• affect tone and speak directly to users depending on the job to be done and the user's emotional state
• help to tell stories and thoughtfully convey ideas - they should not be used as decoration or without consideration

When to use illustration in marketing

We use illustration across marketing touchpoints to support a cohesive, clear, and consistent story from start to finish. It's almost always used to support copy, and should never distract or overshadow the key message. Illustration plays a more prominent role in marketing than in content to help tell stories, and is most commonly used in the following places:

• websites, landing pages, microsites, service sites
• presentations
• demand generation assets (banner ads, etc)
• email
• social media
• infographic
• swag